Situation

Chief Manufacturing has over 30 years of experience designing state-of-the-art mount and rack solutions for the technology industry and made significant investments in improving their online presence to deliver more value to current and potential customers. Armed with an improved website, Chief sought outside expertise to provide consulting on search engine optimization for improved search visibility, increased qualified website traffic and sales. While Chief Manufacturing marketing staff possess some SEO expertise, TopRank provides up to date keyword, content, link building and conversion optimization consulting on an ongoing basis, freeing the Chief marketing team to focus on other offline and digital marketing programs.

Solution

Chief Manufacturing initially engaged TopRank® Online Marketing in 2007 for a Search Engine Optimization program that has moved from SEO audit to an ongoing program that continues to improve search marketing performance. A key year over year objective for Chief Manufacturing is to increase website traffic from search engines with corresponding metrics such as improved visibility on keyword queries that reflect customer interest and intent.

Over time, a variety of factors can arise that stand in the way between a website and its target audience ranging from updated search engine ranking methodology as was the case with Google Caffeine, to past content falling out of date. On a proactive basis, the TopRank Marketing team has worked with Chief Manufacturing marketing staff to address any SEO issues with SEO technical assessments and a keyword glossary audit.

Major web design or content changes can have a disastrous effect on search engine visibility and TopRank provides SEO advice during such changes to mitigate any negative effects. As with all SEO clients, TopRank Marketing also works with the Chief Manufacturing marketing team on a monthly promotional plan to ensure the creation and promotion of new and compelling content designed to attract a steady stream of customers.

Results

Since 2007, TopRank® Online Marketing has helped Chief Manufacturing achieve double-digit percentage increases in key performance indicators each year. For example, some of the improvements in 2010 over 2009 include:

• 53% more inbound links
• 22% more top 10 keyword rankings
• 25% greater search engine brand awareness
• 12% increase in organic search engine traffic

Most importantly, Chief Manufacturing now dominates the competition on a wide range of keyword queries in their industry. In fact, Chief has anywhere from 2-16 times more search engine visibility than any of their competitors for priority keyword terms that they are targeting.  Top search engine placements keep Chief Manufacturing top of mind for prospective customers that are looking for “flat panel mounts” and related products resulting in more inquiries and sales.

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In the blog marketing and content creation case study below, learn how the TopRank team leveraged this philosophy in the design and creation of a blog for audience response system provider IML. By keeping a bullseye-like focus on prospect and customer needs, TopRank has helped IML create an online resource that exists for the primary purpose of supporting overall business objectives.

Situation

When organizations look for help in hosting a silent auction or executing a unique fundraising idea, what they are truly looking for is a way to organize everything from bids to donations. The challenge experienced by IML was that its primary target knew the solution they needed, but did not know the product by name.

IML engaged with TopRank® Online Marketing on an online and blog marketing program dedicated to creating benefit-oriented, needs based content to attract its diverse customer base.

Solution

Blog content created by TopRank and IML would have a far greater goal than simply achieving higher rankings for product-oriented phrases such as “silent auction technology” and “silent auction management software.” TopRank worked with IML to develop content that spoke beyond product needs, centered on solution-based umbrella phrases including “how to run a silent auction” and “unique fundraising ideas.”

Together, TopRank and IML built a home for this content with the design and launch of the Purple Carpet Event Blog.

Results

In the year since TopRank worked with IML to develop and launch a blog optimized for solution-oriented phrases, the Purple Carpet Event blog has consistently generated traffic for solution-based phrases such as “unique fundraising ideas.”

Additionally, the Purple Carpet Event blog has helped generate:

• Page one rankings for targeted keyword phrases
• Targeted referring traffic to the IML corporate website
• Prospect inquiries via a moderated comments section

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Today’s 24-hour news cycle means, more than ever before, journalists and bloggers turn to search engines and social media to quickly find stories and sources.  Despite this, many media placement and article syndication companies guard content behind lengthy log-in processes.  The five minutes it takes a journalist to log-in is, oftentimes, five minutes spent finding a more convenient source.

One company that has evolved to meet the needs of its prospect and client base is NewsUSA.  The social media and Twitter case study below details how TopRank® Online Marketing is helping NewsUSA meet business objectives by freeing up and expanding the availability of media content into channels frequented by customers and prospects.

Situation:

For more than 20 years, NewsUSA has helped its clients achieve brand visibility via copyright-free syndicated content. Much like its competition, NewsUSA entered 2009 with a requirement that users, from print journalists to bloggers, log-in to its article syndication section in order to access and publish this copyright-free content.

NewsUSA engaged TopRank® Online Marketing to develop an online marketing strategy that would move beyond simply improving website traffic, but would help increase news reach and visibility for its clients’ content.

Solution:

As a market evolves, so do opportunities for companies to differentiate themselves from the competition. In embracing the rise of social media, NewsUSA grabbed such an opportunity by launching its Twitter feed in September 2009 (as just one element of a larger mix of social channels to promote content). Each week, a list of followers consisting of both print and online journalists would be the first to discover the availability of the latest copyright-free content.

NewsUSA Tweets are written to be social media friendly, pulling more visitors to NewsUSA articles. Content promoted through this Twitter feed is also available without logging in, to all readers, removing the log-in barrier still in play by most competitors of NewsUSA. This ease of use helps encourage news placements while clearly differentiating NewsUSA in the marketplace.

Results:

Since launching its Twitter feed as part of their mix in September 2009, NewsUSA has seen consistent increases in digital story reach and online influence.

Additionally, since its launch the NewsUSA Twitter feed has:

• Driven more than 1,000 visitors per month to the NewsUSA website
• Accounted for double-digit percentage increases in content views
• Grown its following to more than 3,000 bloggers, media and web influencers

“A new media environment necessitates a new and flexible media strategy for a company like NewsUSA. The social media strategy implemented by TopRank® Online Marketing has helped transform how we are seen by our prospects, and is paying remarkable and rapid dividends for our clients.” – Richard Rothstein, Executive Vice President of Sales and Marketing, NewsUSA

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Below, find how two of the five tips offered by Singer have helped boost everything from search engine rankings to social media exposure for TopRank Clients.

• Leverage formulas which work for others
  ’16 Must-Read B2B Marketing Strategy Ebooks’ by Marketo

Smashing Magazine has made page one of Digg hundreds of times using the headline formula ‘number + adjective + sticky message.’  Of course, this formula only works if the headline directs to content that is equally compelling to the audience.

With Marketo, a leading marketing automation software provider, TopRank provides consultation and helps create blog content that activates a passionate community of well connected and influential B2B marketers.  Tying the successful formula above to content proven to resonate with this audience helped this post achieve 500+ inbound links, a significant number of Tweets and a #4 Google ranking for  ‘marketing strategy ebooks,’ since its publication in December of 2009.

• Headlines should be outrageous, engaging, emotional, useful, counter-intuitive or remarkable – not to the world, but to your community
  ‘Microsoft Dynamics XRM: The Holiday Gift That Keeps on Giving,’ by InterDyn BMI

Not every product or service is designed to have broad appeal.  In cases where more niche markets are being targeted, the key is to find that fine line between broad appeal and bullseye need.

InterDyn BMI, a leading Microsoft Dynamics solution partner, concepted a post in December of 2009 that would connect two seemingly unrelated entities: Microsoft Dynamics XRM, a business software application, and holiday gift giving.

With a compelling headline tying it all together, this post achieved three times greater traffic than any other individual post in December, accounting for nearly 10% of total blog traffic for the month.  This post was also submitted and published to top online industry publications including CRM Software Blog and Microsoft Dynamics Community.

Stay up to date with success stories like these, and the latest news and announcements from TopRank® Online Marketing, by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

For more information on how a social media strategy can help improve your online marketing efforts, download the TopRank Social Media Guide.

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Despite being an ever-expanding and constantly evolving industry, finding and securing a job in public relations (PR) remains a challenging endeavor. This fact was not lost on the Public Relations Society of America (PRSA).  As a service to public relations professionals, the PRSA enhanced the usability of its Jobcenter. Of course, before PR professionals could use the Jobcenter to find jobs, the Jobcenter itself had to be found by PR professionals.

The following search engine optimization case study illustrates how TopRank® Online Marketing helped secure targeted keyword rankings for the PRSA Jobcenter, leading to visitor referral increases exceeding 400%.

Situation:

With over 32,000 professional and student members, the Public Relations Society of America (PRSA) represents the world’s largest PR organization. One of the key resources the PRSA offers to its members is the PRSA Jobcenter, where over 77,000 potential employees are able to connect with a seemingly infinite number of PR professionals of all experience levels.

In September of 2008, the PRSA made the decision to upgrade the architecture of the PRSA Jobcenter, with the objective of improving both traffic via search engine visibility and overall usability for its members.

As a component of its existing search engine optimization and consulting program, the PRSA engaged TopRank® Online Marketing to improve the usability and search engine visibility of its Jobcenter.

Solution:

TopRank® Online Marketing began by conducting an SEO Audit to identify target market keywords that would best meet the needs of candidates searching for specific types of PR and communications jobs.  As a result of this audit, a keyword glossary of popular and relevant terms was created and used to make recommendations to update pages, tags and links.

A component of the recommendations made by TopRank® Online Marketing was the creation of job category pages that offered specific information on the top PR job searches being conducted. TopRank® Online Marketing worked with the PRSA to create an RSS feed for each category, allowing job seekers to subscribe and receive automatic updates.

The new job category pages provided not only targeted content for the search engines to crawl, but also created a seamless connection between the employers and job seekers at the PRSA Jobcenter.

In addition, TopRank® Online Marketing implemented a variety of link building tactics, including the use of a widget, to populate other web sites with PRSA powered job listings.  These tactics provided both direct traffic and signals to search engine crawlers that other topically relevant web sites considered the PRSA Jobcenter a valuable resource.

Results:

Within the first six months of implementing recommendations, total traffic to the PRSA site increased by 20%, while pageviews for the PRSA Jobcenter increased by 40%.

Additionally, visitor referrals from competitive keyword rankings increased substantially.  Referrals from the keyword ‘public relations jobs’ alone, now ranking #1 in Google, increased by over 450%.

“The SEO team at TopRank has been a tremendous partner for improving the search engine visibility of the PRSA Jobcenter. Their work with keyword research, content optimization, code SEO and link building has been instrumental to growing a key business for our organization. I recommend SEO consulting services from TopRank without reservation.” – William Murray, President and COO, Public Relations Society of America (PRSA)

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Many companies launch corporate blogs taking into account only what the blog should do for them, rather than what they should do for their blog.  This can lead to blog posts being published sporadically, without the support of a consistent messaging strategy or editorial calendar.  Ultimately, this makes it extremely difficult for the blog to support overall company objectives.

The following case study features a blog marketing tactic developed by TopRank® Online Marketing for B2B marketing software provider Marketo that helped guide blog messaging, increase blog keyword traffic and improve blog referrals to the company’s website.

Situation:

Marketo, a leader in B2B marketing automation software, helps marketing and sales teams drive revenue and improve marketing accountability through email marketing, lead nurturing and lead scoring capabilities.  Founded by B2B marketing experts, Marketo lives up to its reputation as a thought leader via regular posts to the company’s Modern B2B Marketing blog.  Marketo engaged TopRank® Online Marketing to develop a blog marketing strategy that would increase priority keyword referrals, build search engine traffic and increase company awareness. This tactical case study highlights one of the tactics in support of the overall content marketing strategy.

Solution:

As part of an overall blog marketing strategy, TopRank® Online Marketing introduced the idea of reaching out to other thought leaders in the B2B marketing industry.  Insight gathered from these notables was shaped into keyword optimized blog posts that made up the “B2B Marketing Thought Leader Interview Series.” TopRank researched prospective interview subjects, constructed keyword rich and topically relevant questions, pitched and secured interviews, published and then promoted the interview blog posts.

Results:

The B2B Marketing Thought Leader Interview Series resulted in:

• Increase keyword referrals to the Modern B2B Marketing blog by over 60%
• Increase organic search traffic to the Modern B2B Marketing Blog by nearly 50%
• Increase referrals from the blog to the Marketo company website by over 140%

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Many companies, large and small, are struggling to discover the best way to begin social media marketing efforts. This case study features a small business social media marketing effort with TopRank Online Marketing and online games site, Smartkit.

Situation:

Smart-kit.com is a website dedicated to providing readers with intriguing content, puzzles and games that engage and exercise the brain. Founded by a board-certified neurologist, Smartkit’s goal is to help its readers have fun while exercising their brains. The business model of the web site is based on advertising and game sales.

Shortly after the website launched in the summer of 2006, Smartkit engaged TopRank Marketing to increase awareness, build search engine traffic and provide blog strategy consulting.

Solution:

To help increase visibility for Smartkit within the search engines and to increase monthly visitors to the website, TopRank Marketing’s first step was to develop and search marketing and blogging strategy.

TopRank Marketing conducted a code and template analysis of the site, keyword glossary research, and made recommendations for content optimization to include optimized title tags, meta descriptions, and on-page copy. TopRank’s Blog Marketing Consultants created and optimized a new site design for Smartkit that emphasizes its focus on providing the audience with new and entertaining online puzzles.

In addition to a search marketing program, TopRank Marketing has worked with Smartkit to develop a social media marketing strategy in order to build brand awareness, attract traffic and links through a combination of social network participation, submissions to blog & RSS directories and engagement with other online game web sites.

Results:

As a result of TopRank Marketing’s SEO and social media marketing efforts, more than 40% of the site’s overall traffic comes from the search engines while over 30% of the traffic comes from Smartkit’s online game social network participation and promotional marketing channels. Since starting work with TopRank Marketing in June of 2006, unique visitors have grown by 4,400%!

Smartkit continues to develop intriguing and fresh content to engage visitors and keeps them coming back for more. Because of an emphasis on fresh content and promotion, Smartkit averages over 300,000 page views each month.

“I just wanted to take some time and tell you how pleased I am with the outstanding job you’ve done marketing and growing the Smart Kit website. In under 2 years time, the site has reached close to 150,000 unique visitors/month, and I don’t think this would’ve been possible without your help. Your team’s passion, expertise and attention to detail has been instrumental in not only exponentially growing site traffic, but also in building a brand, and furthermore creating & maintaining a technically advanced, attractive, and “sticky” website that has run almost flawlessly from day one. As you know, this is no small feat.  My deepest thanks to you and the entire TopRank Team.”
R. Kaplan, Smartkit

TopRank Online Marketing continues to provide Smartkit search engine optimization, link building and social media marketing services for improved internet marketing performance.

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To help existing and potential customers learn about the types of services TopRank Online Marketing offers and the impact we can have on your bottom line business growth, TopRank is featuring selected case studies of client digitial marketing programs. TopRank services include: SEO, Social Media Marketing, Digital Public Relations, Email Marketing and Blog Consulting. Not every client engages all services, but understanding unique situations, TopRank’s marketing recommendations and the results, will help our readers make better decisions about their own internet marketing investments.

Situation:

J&O Fabrics Store, one of the largest fabric stores in New Jersey, provides a variety of retro and novelty fabrics for quilting, tapestries, draperies, and upholstering. A traditional, family owned brick and mortar store, J&O Fabrics made the decision to launch a website and online store in 2004 to increase brand awareness and sales.

Shortly after the website launched, J&O Fabrics engaged TopRank to optimize the jandofabrics.com web site to increase visitors on search engines looking to buy fabrics online.

Solution:

To help the newly launched website gain visibility online and drive qualified traffic, TopRank implemented a search engine optimization (SEO) program targeting retailers, wholesalers, quilters, furniture upholsterers, and seamstresses across the United States.

The TopRank search engine optimization program (SEO) for the jandofabrics.com site included:

• SEO strategy development
• Keyword analysis and research
• Template and database optimization
• Audit of site architecture and server side issues
• Content optimization 
• Content creation recommendations
• Ongoing link building
• Fabric blog optimization & promotion
• Ongoing content promotion
• Web analytics review and reporting

With over 40 years of experience in the fabric business, J&O Fabrics had a wealth of knowledge to share with its customers. TopRank Online Marketing implemented a company blog enabling J&O Fabrics to speak to and interact with its customers by archiving its newsletter online as well as offering unique fabric ideas, tips and tricks of the trade.

Results:

As a result of TopRank’s search engine optimization efforts, the J&O Fabrics website and blog now have over 60 top ten rankings for competitive keyword phrases across the major search engines. Here are a few top ten Google ranking examples as of 03/02/09:

• “fabric”
• “discount fabric”
• “fabric store”
• “disney fabric”
• “sports fabric”
• “novelty fabric”

Organic referrals from the top search engines account for over 80% of traffic for J&O Fabrics, resulting in an increase of unique visitors to both the website and blog by 214% since August 2006.

The J&O Fabrics blog continues to be a top traffic driver for J&O Fabrics, averaging over 10,000 unique visitors each month, by offering new and unique content to engage visitors.

“We’ve worked with TopRank for over 5 years. The SEO recommendations and consultation from the TopRank team have helped us far exceed our goals and expectations for the J&O Fabrics web site. I highly recommend TopRank for SEO or blog marketing services to any business that needs to get the most out of their marketing budget.” 
Ryan Safady, Owner J&O Fabrics

TopRank Online Marketing continues to provide J&O Fabrics ongoing search engine optimization, link building and blog promotion services for improved search engine performance of the jandofabrics.com web site.

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